Home»What»Market Core»Customer Journey»Attribution»The model

Customer Journey · Attribution · Component

The model

Which attribution approach is used, and what it systematically over- and under-credits — because every model is wrong in a known direction.

The deliverable

What it is

Last-click over-credits the final touch and the channels that capture existing demand. First-touch over-credits discovery. Even-weight credits everything equally, which is wrong in a different way.

Choosing a model is choosing which error to make. Stating the choice and the error is what allows the output to be used sensibly.

One level in

What it is made of

Each element is a constituent part of the component. Follow one to see the attributes it carries.

  1. The approach

    Which model is in use.

    3 attributes: Model · Reason · In use since

    Learn

  2. The bias

    What the model systematically over- and under-credits.

    3 attributes: Over-credits · Under-credits · Rough magnitude

    Learn

  3. The use

    What the output is used for.

    3 attributes: Used for · Appropriate · Used by

    Learn

Changing attribution model changes every number and invalidates every comparison. Consistency beats sophistication.

The other components in attribution

The unobservable

What influences purchase and cannot be tracked, named so that its effect is not assigned to something else.

Learn

The holdout

What has actually been tested by withholding, and what it showed — the only method that answers contribution rather than correlation.

Learn
Back to attribution